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The Elf on the Shelf to Debut on Roblox in Upcoming Piñata Smashlings Crossover Event

The Elf on the Shelf to Debut on Roblox in Upcoming Piñata Smashlings Crossover Event

Toikido and The Lumistella Company announce that the world’s most recognised elf, “The Elf on the Shelf®”, will arrive in the expansive world of Piñata Smashlings™ in November, 2024. 

This spirited festive themed gaming event will feature The Elf on the Shelf Scout Elf helpers and other characters from The Lumistella Company’s Santaverse™, an entire universe based on Santa’s enchanted North Pole. Reimagined for the vibrant world of Piñata Smashlings, unique storylines will unfold with the values of holiday spirit and joy at their center. 

“The Elf on the Shelf Experience in Piñata Smashlings” will create a rich, layered experience, honouring the heritage of both brands, as The Elf on the Shelf, Elf Pets® and Smashlings characters work together to spread festive cheer throughout the Piñataverse.  

Players will enjoy a dedicated game area, where they can collect special The Elf on the Shelf-themed Smashlings and accessories and take part in themed mini-games that capture the enchanting spirit of the Scout Elf helpers and their friends.  

Christa Pitts, Co-CEO, The Lumistella Company, commented: “Partnering with Toikido and entering the Piñata Smashlings ecosystem opens a new chapter for our Santaverse characters including The Elf on the Shelf  and all the Elf Pets. This collaboration allows us to bring the stories of Santa’s North Pole to life in a new way which connects gaming fun with    fans of all ages.” 

Darryl Lai, MD of Toikido USA, stated: “We are delighted to partner with The Lumistella Company to bring The Elf on the Shelf to life in the digital realm through Roblox. This collaboration represents a significant evolution in how holiday-themed brands can engage digitally, offering an innovative platform for fans to interact with their favourite characters in new, meaningful ways.” 

Tokido’s partnership with The Lumistella Company is one of many recent partnership announcements the studio has made, which have seen Piñata Smashlings™ players enjoy free-to-play updates, including adventures with Chuck E. Cheese®, and upcoming UEFA Euro 2024 and Care Bears content.  


CCA and B, LLC d/b/a The Lumistella Company is the parent company behind Santaverse, the official source for the stories of the enchanted world of Santa Claus. Family-owned and women-led since 2005, the company’s portfolio includes a number of iconic Christmas brands, including: The Elf on the Shelf, Elf Pets, and Elf Mates. As a global company operating in 24 countries, on 5 continents with 85+ licensees, our purpose is to make joyful family moments possible around the world. To learn more about The Lumistella Company, please visit  


Toikido Ltd is a new KIND of entertainment company that sets itself apart. A fun and fast-paced studio, Toikido is internationally renowned for its imagination and ingenuity thanks to the ability of its team to create captivating toys for emerging digital brands. With a global reach, Toikido is dedicated to developing its own exceptional intellectual properties (IP) across all entertainment genres, and offers an ecosystem across licensing, gaming, music, marketing, and entertainment. 


Toikido’s first internally developed IP, Piñata Smashlings™, has swiftly become one of the most exciting and internationally recognised, children’s brands. It will soon feature in an exciting new 2D-animated children’s series courtesy of leading animation studio Nelvana, as well as a range of books by famed publishing house, Ladybird Books. Toikido second IP, animation series, PeaKeeBoo, is set to launch on YouTube later this year and will be accompanied by a fun packed video game adaptation for iOS and Android, as well as plush, clothing and books. 


Toikido was founded by serial entrepreneur Darran Garnham in 2020.  

To learn more about Toikido please visit

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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